Interview with Richie Ma
Shanghai Grand Trade Co.,Ltd.
Red Dot: The integration of technical components such as projection lenses and loudspeakers into wood-clad panels is rather unusual in the context of electronic devices. What role did this homely design approach play in the ELPCS01 design process?
The interior-like character was a very important design goal. The envisioned use scenarios include corporate offices and educational environments. We had to achieve a high degree of balance between the functionality of mobility – the ability to move the projector and speaker – and the elegant presence that the product should have in its intended location. The wood grain panels were chosen both to protect the main unit and to fulfil the requirements for a living room-friendly aesthetic.
Many devices in this category compete in saturated markets. What role does design play in differentiation – and what must good product design achieve in this area today?
Rather than just focusing on differentiation from numerous competitors, we believe the priority is to thoroughly understand the end users, the environments in which the product will be used and the specific challenges they face. The sole pursuit of differentiation often leads to commercially-driven design decisions that may not translate into real customer value. We continually discuss what kind of value we should provide to end users and society as a whole and strive to incorporate these insights into our design process. We believe that this approach ultimately leads to a unique identity – one that naturally sets us apart from our competitors.
